This article argues that the time is now to increase mobile-advertising spending. Mobile engagement represents about 60 percent of all time online and around 85 percent of that figure involves an app. View Summary

This article argues that the time is now to increase mobile-advertising spending. Mobile engagement represents about 60 percent of all time online and around 85 percent of that figure involves an app. At the same time, there is no evidence that consumers have forgone use of the desktop (and laptop) computer, so a cohesive cross-platform advertising strategy is essential.

This webinar, part of a series with the Institute on Asian Consumer Insight (ACI), explores individual consumers' priorities and drivers of the digital generations across Asia. View Summary

This webinar, part of a series with the Institute on Asian Consumer Insight (ACI), explores individual consumers' priorities and drivers of the digital generations across Asia.

Asia Pacific is the biggest region in terms of online audience and can also be considered as one of the most social with 52.2% of the worldwide share of visits to social networking sites coming from Asia Pacific and in SEA.

Media consumption multi-tasking is the new norm resulting in more touchpoints being created for brands.

This paper argues that online surveys are a bad way of measuring digital habits - including time and money spent - because survey respondents over-index on these things against the general population. View Summary

This paper argues that online surveys are a bad way of measuring digital habits - including time and money spent - because survey respondents over-index on these things against the general population.

Research has previously suggested the 'digital advertising gap' - the idea that people spent more time online than watching TV - but advertising spend had not matched this switch.

However, this understanding was based on online survey data and studies that used metering found that people actually spent less time with digital devices than thought.

Further analysis found that online survey respondents are two to three times heavier users of the internet than average, so their answers did not reflect the broader population.

A similar issue also arises for questions around online purchasing habits, as panel members spend more money online than the average population.

This report examines the demographics and buying power of the Asian-American segment, focusing on the food & beverage and health & beauty categories. View Summary

This report examines the demographics and buying power of the Asian-American segment, focusing on the food & beverage and health & beauty categories.

Asian-Americans are the fastest growing demographic group in the US, with China and India replacing Mexico as the largest source of recent immigrants - 79% of Asian-American adults are immigrants or foreign-born.

With 40 countries represented, Asian-Americans are diverse and confident about sustaining their cultural roots, making them assertive about shopping tastes and preferences, and they are also digitally adept.

They are family-centric and tend to live in multi-generational households, but also have a high life expectancy, delivering more effective years of buying power.

The report looks specifically at Millennial Asian-American women, who are heads of their households, highlighting specific shopping attitudes and behaviors compared to the general market.

8

Indian super viewers: Powering the Desi digital revolution

Includes video content

Recommended by Warc editors

Trends

Best Practice

Nielsen, June 2015

This article analyses 'super viewers' of online videos in India, where viewership has increased 100% since 2011. View Summary

This article analyses 'super viewers' of online videos in India, where viewership has increased 100% since 2011.

Approximately 78% of regular internet users watch or download digital content such as videos, television shows or movies.

Super viewers, who show high internet consumption across multiple devices, are largely from the SEC A and B category, typically 21 to 26 years old and largely male (60%).

Super viewers do not limit themselves to entertainment; they're comfortable with technology and use the Internet for many transactions, such as managing financial matters.

Companies can connect with this consumer group through advertising on customised video content or through providing unique content, particularly English language content not currently available in India.

9

AdEx Benchmark study: The onward march of online and search

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jo Bowman, Event Reports, IAB Interact, May 2015

This event report looks at the growth of online advertising spending in Europe and how multiscreening in eastern Europe can make TV advertising more effective. View Summary

This event report looks at the growth of online advertising spending in Europe and how multiscreening in eastern Europe can make TV advertising more effective.

The IAB's AdEx Benchmark study shows that even mature online advertising markets in Europe continue to grow at double-digit rates.

Online advertising investment will overtake TV in 2015, while search alone will be worth more than newspaper advertising; mobile and video are the fastest growing sectors.

Three quarters of connected consumers in Eastern Europe use internet and TV and the same time and half of those are using their second screen in a way that relates to what they're watching.

10

Know the audience: Teens

Includes video content

Recommended by Warc editors

Trends

Best Practice

Felim McGrath, Admap, June 2014, pp. 47-49

This article shares findings from global research into the media consumption habits of teens, and gives advice for brands that want to engage them. View Summary

This article shares findings from global research into the media consumption habits of teens, and gives advice for brands that want to engage them.

Teens use mobile internet for an average of three hours per day, and favour smaller social networks such as Tumblr, Instagram and Snapchat over Facebook.

They are enthusiastic consumers of content - especially video content - but they do not like to pay and they also often use ad-blocker technology.

The best way for brands to engage with this group is to entertain them, but it is very difficult to capture and keep their attention.

11

Hispanics in the media landscape

Includes video content

Recommended by Warc editors

Trends

Best Practice

Nielsen, May 2015

This article summarises research into the Hispanic market in the US, where the Hispanic population is expected to grow from 17% of the current total population to almost 30% by 2060. View Summary

This article summarises research into the Hispanic market in the US, where the Hispanic population is expected to grow from 17% of the current total population to almost 30% by 2060.

62% of Hispanics are US born and have distinct qualities that set them apart from foreign born Hispanics when it comes to viewing habits and technology adoption.

Language preferences vary by age and context plays a big role when it comes to finding ways to better engage with bilingual Hispanics.

Device penetration continues to increase and is affecting how, when, where, and for how long Hispanics consume content but they continue to co-view traditional TV more than their non-Hispanic counterparts.

47% of Hispanics are heavy radio listeners, however, they are catching on to online radio trends as the music industry changes.

This paper analyses the online behaviour of pregnant women and recent mothers in Brazil by tracking the devices they use to access the internet. View Summary

This paper analyses the online behaviour of pregnant women and recent mothers in Brazil by tracking the devices they use to access the internet.

The study tracked the behaviour of pregnant women and recent mothers, with kids under four years old, using behavioural panels.

The aim of the study is to measure whether the event of being a mother has an impact on the internet usage of the target.

It found that the women were looking for guidance on health, baby nutrition, education and entertainment when they have no other reliable or timely sources of information, and that the modes of conduct change throughout time, reflecting that the internet is effective in teaching them about raising a child.

Mothers tend to be mobile intensive: those mothers that have their mobile as their main device tend to concentrate their search and navigation activity on it.

13

The fascinating and frightening multiscreen consumer: How to deal with the always-on consumer, anywhere

Includes video content

Recommended by Warc editors

Trends

Best Practice

Flávio Ferrari and Vanessa Mathias, ESOMAR, Latin America, April 2015

This paper explores the issues around multiscreening for brands in Brazil, arguing that marketers need to adapt to deal with 'always on' consumers. View Summary

This paper explores the issues around multiscreening for brands in Brazil, arguing that marketers need to adapt to deal with 'always on' consumers.

Mobile ownership and multiscreening are widespread in Brazil, but users are more likely to be young and single (having more purchase power), more educated and more interested in technology.

This group is interesting to marketers because of their purchase power, but also because their multiscreening habits are likely to be adopted more broadly later.

Brands find it harder to access multiscreening consumers, more difficult to grab their attention and more complicated to measure success.

At the same time, technology creates new ways for brands to engage - so they should think creatively about how they target these consumers.

14

Revealing favela and luxury: Paradoxes of how social extremes engage with digital and technology

This paper details research into how women in Brazil use smartphones, focussing on the similarties and differences between consumers at each end of the socio-economic scale. View Summary

This paper details research into how women in Brazil use smartphones, focussing on the similarties and differences between consumers at each end of the socio-economic scale.

Brazil has gone through a strong process of technology and digital inclusion and women's empowerment, but there are still two unconnected socio-economic extremes: luxury and favelas.

However, social class is no longer a barrier to owning a smartphone, and whilst there remain big differences in other areas, mobile internet access is creating more commonality between these groups.

Women in both groups use technology to make their lives easier and to connect with the world - and information and communication gives them a sense of security, not being alone and being in touch with family/friends.

There are some differences, as wealthier women tend to use their smartphones for a greater variety of activities, whilst less well-off women focus on staying in touch with people they know.

This paper explores the impact of distraction on mobile survey data and suggests steps to reduce it. View Summary

This paper explores the impact of distraction on mobile survey data and suggests steps to reduce it.

The ubiquity of mobile phones has increased opportunities for researchers to access new data and insights, with increased quality through real-time collection.

However, this also means that participants may be more distracted when taking surveys on mobile, including by watching TV at home and all manner of things when out-and-about.

Taking surveys in different contexts can affect answers, including looking around for ads and researching brands online, but it is also true that people taking surveys at home have always been somewhat distracted, for example looking after children.

The best way for researchers to reduce the impact of distraction on the data is to make the survey shorter and more engaging: asking only relevant questions, building a good user experience and making the survey fun.

16

Digital natives: How Millennials interact using social media

Includes video content

Recommended by Warc editors

Trends

Best Practice

Gabriel Gontijo, ESOMAR, Latin America, April 2015

This paper details research into the online habits of millennials in Argentina, Colombia and Mexico, with a particular focus on Facebook use. View Summary

This paper details research into the online habits of millennials in Argentina, Colombia and Mexico, with a particular focus on Facebook use.

Facebook wanted to understand how millennials use social media and if there was a difference between millennials in Argentina, Colombia and Mexico.

Looking at what millennials do every day, the study found that checking Facebook and searching Google are most popular, followed by listening to music and watching TV.

Across all three countries millennials are highly engaged online, especially through mobile, and use Facebook intensively - often accessing it last thing at night and first thing in the morning, as well as throughout the day.

17

Firecracker: More than Likes and Tweets, understanding the Latino mind

Includes video content

Recommended by Warc editors

Trends

Best Practice

James Conrad, ESOMAR, Latin America, April 2015

This paper argues that marketers should segment their audience by digital connectedness and social engagement rather than demographics, and uses examples from Heineken in Europe and Burger King Motel in New Zealand to explain how this approach can work. View Summary

This paper argues that marketers should segment their audience by digital connectedness and social engagement rather than demographics, and uses examples from Heineken in Europe and Burger King Motel in New Zealand to explain how this approach can work.

Brands need to understand conscious and unconscious processes in order to grab consumers's attention.

How digitally connected and socially engaged people are is an important factor to engagement, but traditional segmentation approaches do not account for this.

There are four main groups of people based on digital influence and social engagement - leaders, observers, connectors and functionals; marketers should think about their different needs when devising strategies.

When managing a single brand, targeting just one of these groups is more effective, but for a portfolio of brands a more fragmented strategy could be more effective.

18

Local watch: Where you live and its impact on your choices

Includes video content

Recommended by Warc editors

Trends

Best Practice

Nielsen, April 2015

This article defines the American 'local digerati' - people who use the internet for local information - and presents a series of statistics about their habits. View Summary

This article defines the American 'local digerati' - people who use the internet for local information - and presents a series of statistics about their habits.

Americans are watching increasing amounts of video content every day, but habits around live, time-shifted and online viewing vary by location.

Advertisers should look to the difference in viewing patterns on the local level to better understand consumers, and consider placing ads on local TV stations.

19

State of the media: Audio today - how America listens

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jon Miller, Nielsen, March 2015

This report provides evidence on why the power of radio is still strong and demonstrates how radio can provide advertisers with qualified consumers close to the point of purchase. View Summary

This report provides evidence on why the power of radio is still strong and demonstrates how radio can provide advertisers with qualified consumers close to the point of purchase.

Nielsen's State of The Media: Audio Today Report reveals that more than 91% of Americans (age 12 or older) tune in to radio each week.

This includes 91.3% of all millennials, 94% of Generation X'ers and 93.5% of Boomers.

It also shows that radio peaks during the work day and that it reaches qualified consumers close to the point of purchase as the majority of radio usage comes from the employed audience, away from home.

20

Screen wars: The battle for eye space in a TV-everywhere world

Includes video content

Recommended by Warc editors

Trends

Best Practice

Nielsen, March 2015

This article looks at how the changing digital landscape is affecting how, where and why people watch video programming. View Summary

This article looks at how the changing digital landscape is affecting how, where and why people watch video programming.

The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries and reveals that the way audiences watch video is shifting.

63% of respondents think bigger is better when it comes to screen size, but 59% think watching videos on their mobile device is convenient, while 53% say a tablet is just as good as a PC or laptop for watching programming.

Respondents also like the ability to control how and when they interact with content and brands, with 64% saying watching time-shifted programming better accommodates their schedule.

The same percentage also said they catch up with their favourite programmes by watching several episodes in the same day.

This event report looks at ethnic minority youth in the UK as a study from Manning Gottlieb OMD highlights the fact that their numbers are growing and in several areas their behaviour differs significantly from white British youth. View Summary

This event report looks at ethnic minority youth in the UK as a study from Manning Gottlieb OMD highlights the fact that their numbers are growing and in several areas their behaviour differs significantly from white British youth.

They are, for example, more connected to their friends and families and more likely to share content - often self-produced - online.

They are early adopters of new social media platforms and are more likely than their white peers to be messaging on WhatsApp rather than still sending text messages, and they attribute more importance to designer labels and technology.

And most are proud of their background and heritage which has shaped the while also being proud of being British.

This event report details the evolving strategy being pursued by the New York Times as it adapts to a future where smartphones increasingly dominate news consumption, as well as some lessons for other brands. View Summary

This event report details the evolving strategy being pursued by the New York Times as it adapts to a future where smartphones increasingly dominate news consumption, as well as some lessons for other brands.

The "continuous" relationship people have with smartphones is changing the way they consume news content, making it more flexible and user-centric.

Rather than "slabs" of fixed news, the aim is to create an information "feed" which individuals can view and tailor as suits their needs.

New forms of communication – from infographics to long-form video – are becoming a key part of the mix for the New York Times.

As for other brands, a failure to engage their target audience at the right moment will cause users to dismiss content and marketing messages with a single swipe.

23

What we know about digital, mobile and social media

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, February 2015

This article provides marketers with information and guidance on digital, mobile and social media. View Summary

This article provides marketers with information and guidance on digital, mobile and social media.

Key themes include digital marketing being mainstream; real-time marketing; mobile consumers; and the social mindset.

Digital has become mainstream, giving rise to real-time marketing, which is most effective when brands are strategically prepared to take advantage of opportunities as they arise.

Brands should adopt a 'social mindset', creating content that is shareable.

24

What we know about major media channels

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, February 2015

This article provides marketers with information and guidance on several major media channels. View Summary

This article provides marketers with information and guidance on several major media channels.

The channels include television, digital, print, radio, out of home and cinema are analysed.

Audience, effectiveness measurement and media strengths of each are detailed.

Whilst digital technology is driving sustained change, and it is vital for brands to have a digital media strategy, television maintains the largest share of consumers' media time.

Print has lost audience share but remains trusted by consumers, whilst out of home advertising has expanded to incorporate digital and mobile technology.

25

Right time, right media: How European business execs access 24/7 business and finance content

Includes video content

Recommended by Warc editors

Trends

Best Practice

Research on Warc, Ehrenberg-Bass Institute, February 2015

This report analyses how changes in lifestyle and media have changed how business executives access business and finance news content, suggesting that traditional targeting of working hours no longer holds true. View Summary

This report analyses how changes in lifestyle and media have changed how business executives access business and finance news content, suggesting that traditional targeting of working hours no longer holds true.

TV is the dominant media in the evening, peaking at 69% reach, but across the day PC/laptop is essential - and use of mobile is rising fast amongst this group.

Business and finance news is not just consumed during working hours as execs now live an 'always on' lifestyle with 60% seeking this type of news over the weekend.

To reach this group, different media should be used at different times of the day: radio is strongest in the morning; mobile during the working week; and magazine, social and tablets at the weekend.